First films, now fashion: Megan Fox’s fall from grace

First it was movie roles, now Megan Fox has been dumped from her most lucrative advertising campaigns.

The former Transformers star is now also the former face of Emporio Armani Underwear and Armani Jeans, with the Italian fashion house announcing pop star Rihanna will front the new advertising campaigns for 2011 and 2012.

The Grammy Award winner took time out from her new Loud tour over the weekend to shoot the campaign in New York.

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“U would NEVER guess what I’m doing right now!!! Hint Hint #Armani,” the risqué singer tweeted before the official announcement was made.

“Today is SO MUCH fun!!! We still goin… BIG day #EmporioArmani,” she continued.

Fox was the face of the luxury fashion houses’ jeans and underwear line for the 2010 seasons and followed in the footsteps of Victoria Beckham.

The fall from grace comes just weeks after her former Transformers co-star Shia LaBeouf hinted they had an affair on set which broke up her relationship with actor Brian Austin Greene. She reunited with Greene ten months later with the couple just recently celebrating their one-year anniversary with a vow renewal ceremony.

“I never understood the separation of work and life in that situation. But the time I spent with Megan was our own thing, and I think you can see the chemistry onscreen. It was what it was,” LaBeouf said in a recent interview.

Fox’s Armani billboards will be replaced with Rihanna’s racy campaign in September.

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